Social Media And The Future Of Film

by Juliette Richey on Sunday, March 14, 2010

The entire experience of going to the movies is magical to me.  From the moment your ticket stub is ripped and you settle into your seat, and the lights dim and the projector heats up, you are transported away.  There is a desire to be captivated by these stories, a chance to escape into a world different from our own if even for just a short time.

But there is also for me a connection from this magical world to the real job I do every day. As much as I succumb to the magic, I wonder what happens if your audience isn’t going to the theater to watch your movie?  How will anyone see it?  What are the opportunities to tell stories and make media in new ways, taking advantage of new forms of communication channels that will resonate with twenty-first century audiences? How is social media transforming the film industry?


The increasing need for dynamic content especially in movies has become a connecting force for people everywhere.  A trend of higher levels of engagement from audiences through the web has opened opportunities for filmmakers all over. With so many new digital platforms like Hulu, iTunes and Netflix, how do we know which ones matter right now to this new generation of VOD (Video on Demand) and instant entertainment? This ongoing conversation between content producers and a content consumer is renewing how both sides are connecting and communicating with one another.

Independent filmmakers are creating, promoting, and screening their films by utilizing new forms of digital camera technology, social media, and digital distribution -completely bypassing the hurdles of traditional filmmaking. They have tapped into broader audiences, higher levels of engagement, and ultimately found homes for their stories.

Audiences are now discovering and experiencing movies through the Internet, with digital downloading and streaming.  Netflix reached 10 million subscribers in 2009 and with their ”Watch Instantly” function people are accessing media directly from their computers, T.V.s, and video game consoles.  Hulu is the 3rd most popular video site in the US, with a 14% growth in uniques and a 20% growth in overall streams.  iTunes has a record 100 million credit card accounts purchasing digital music, television and movie downloads.

Pioneers heading this movement of social media, digital distribution and the future of film like Lance Weiler of the Work Book Project and Arin Crumley of OpenIndie have developed a few tools to help us navigate this shift. They are producing ideas to connect with audiences and enlist their support pre and post release by making the available content even more engaging.

Here are a few methods they are promoting:

• Cross-Platform Storytelling. Allowing the story's character(s) to live in other platforms before the film is released, and while the film is being made, gives the character a larger/broader life and helps with publicity and continued engagement from viewers.
• Getting Fans To Promote. These interactions are done in an organic way - people who are interested in the content are naturally inclined to promote it.  Instead of manipulating people to work with them, they are working with the very people who would be most helpful by creating Facebook fan pages and Twitter accounts. These give behind the scenes status updates during production. Have your audience become part of your team each step of the way.
• Live Streaming. Streaming provides a simple way for filmmakers to communicate with their audiences. Sometimes a simple video podcast won’t be sufficient, and you may want to build a more interactive experience around your message.
• Create your own Social Network. Ning is a free service that enables you to easily create your own social network that includes many of the features found in the most popular social networking sites such as MySpace and Facebook.  Utilize this interaction to find an audience for the story you are trying to tell.

Both Weiler and Crumley will be continuing this dialogue at “The Conversation”  this month on March 27th in NYC.  “The Conversation” is a dynamic series of overlapping discussions led by speakers and moderators from all corners of the filmmaking industry who will be shaping the agenda around social media, the web, digital distribution and how to increase audience engagement. Big Fuel will be there, will you?
Juliette Richey is Executive Coordinator at Big Fuel Communications a full-service marketing and communications company that takes brands from Content To Commerce.  A unique approach that bridges "people stories" to "product stories" -- delivering guaranteed and measurable consumer engagement through branded content and social media.  For more than five years, Big Fuel has been creating social media and branded content campaigns for clients like Fisher-Price, Colgate Palmolive, Stetson, Neutrogena, Fox, Yahoo!, among others.